Lifeway Foods signs Olympic medalist as brand ambassador
Lifeway CEO Julie Smolyansky (left) and designer Cynthia Rowley appeared at a promotional event in Chicago in April. Rowley designed a limited-edition package for the dairy’s kefir.
Milk processors are not the only dairy companies with ties to this summer’s Olympic games. Lifeway Foods, a maker of kefir and other cultured dairy beverages, Carli Lloyd to serve as brand ambassador. Lloyd is a member of the United States Women’s National Soccer Team and is training for the 2016 Summer Olympics. She has won two Olympic gold medals as well as a FIFA Women’s World Cup championship.
Lloyd will star in a Lifeway commercial that will air during the 2016 Summer Olympics in Brazil, appear at a series of events on behalf of the company, and be featured in on-pack messaging over the next year. She will also share her experiences with Lifeway on social media, where she has more than 630,000 Facebook and 670,000 Instagram followers.
Lloyd embraced the brand partnership because she is already a Lifeway Kefir enthusiast, drinking it regularly to reap the benefits of its high probiotic and protein content for her immune system and recovery from her demanding training regimen. Kefir also fits the organic whole-foods diet she adopted several years ago as part of her commitment to excelling on the soccer field.
“Carli is a natural choice to represent Lifeway. She’s a great advocate for making healthy food choices and has shared how switching to a more nutritious diet helped improve her performance and quality of life,” said Lifeway Foods CEO Julie Smolyansky.
Lifeway also developed a limited-edition flavor in packaging from fashion designer Cynthia Rowley.
Cynthia Rowley is a global lifestyle brand that includes sportswear and related accessories. The flavor is Hibiscus Rhubarb Pie Kefir. The company plans to release unique flavors of its probiotic cultured milk smoothies throughout the year on a rotating basis.
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